Creative Lead, Talent, Wasserman
Riley Meek has established athlete personal branding as a vital dimension of Wasserman’s talent management. Her custom methodology tool helps her team understand athletes and what they stand for, resulting in work that comes to life across virtually every consumer channel.
Born: Oyster Bay, N.Y.; grew up in Wilmington, N.C.
Education: North Carolina State University, B.A., graphic design
More About You
Go-to person when I need help: If it’s something personal, my boyfriend is always my first call. I know he’ll always answer and we’re best friends, so he instantly “gets it.” Whether it’s a flat tire, talking out a decision or just needing someone to listen, he’s my go-to. … When it comes to work, my boss, Marcos Lawson, is always there to help. He’s our executive creative director and he manages the entire creative team, but no issue is too small for him to lend an ear and a helping hand if needed.
My inspiration: My mom inspires me the most. She has set such an amazing example for me since I was young. Her work ethic is truly unmatched and something I never give her enough credit for (because I thought this was the norm!). Seeing her transform her career from law to education (and now back to law so she can be a parent advocate) taught me so much.
In the Industry
What drew me to a career sports: Sports were always an escape for me — both as an athlete and a fan. I equated sports to a representation of my highest self. My best self is emotionally invested, works best with a team and refuses to lose. Working as a creative in the sports and entertainment industry was always the dream — and here I am.
How my generation is changing sports: We’re hyper-aware of what’s going on beyond the industry and how it affects our work. … I know that I specifically work to create more ownership for athletes so they don’t have to depend solely on their contracts. I also think we all came into this industry with a bit of entitlement — not in a bad way, but with a confidence that allowed us to challenge the way things are done.
Sports industry needs to do a better job of … : Paying people their worth.